Tone of Voice 101: A Foolproof Guide to Finding (and Loving) Your Brand’s Voice

Ever feel like your brand’s message just isn’t clicking with your audience? Like they’re not quite getting you?  

Here’s what you might be missing: tone of voice. It’s not just what you’re saying but how you say it that makes your brand stand out, build trust, and keep people coming back for more.  

Whether your vibe is laid-back and friendly, or polished and professional, your tone is what makes your brand unmistakably YOU. Getting it right matters. A strong tone of voice builds trust, forms meaningful connections, and makes you stand out in a crowded world.  

With a few simple steps, you can confidently define a tone of voice that feels genuinely you. By the end of this blog, you’ll know exactly how to define (or refine) your brand’s tone of voice so you can confidently connect with your audience.  

What Is Tone of Voice? (And Why Should You Care?)  

Your tone of voice is the way your brand communicates—beyond the what of your message, it’s the how. It reflects who you are and what your brand values, creating a consistent personality that resonates with your audience.  

Think about the difference between brands like Slack and IBM. Slack’s tone is casual, friendly, and human—perfect for a collaborative space. On the other hand, IBM sounds polished, professional, and authoritative—ideal for a tech giant focused on innovation.  

Why does tone matter?  

• It creates connection. People buy from brands they trust and relate to.  
• It makes you memorable. A distinct voice helps you stand out from competitors.  
• It builds consistency. Your audience knows what to expect from you across every platform, which builds credibility.  
• It prevents confusion. An inconsistent tone can leave people unsure of who you are (or whether to trust you).  

The right tone of voice turns your words into something more. It gives them personality, warmth, and the ability to connect with your readers on a deeper level.  

What Does Your Brand Already Sound Like?

Before jumping into the “ideal tone,” take a moment to evaluate where you’re currently.  

1. Review your recent content.

Look at emails, website copy, and social media posts. Ask yourself:

• Does this feel like “us”?   
• Would my target audience relate to this?  
• Do we sound consistent across platforms?  

2. Create a word bank.

Jot down 5–10 keywords that embody what you want your brand to sound like.  

• Are you approachable, bold, quirky, or cutting-edge?  
• Example words for a friendly tone might include “helpful,” “charming,” and “witty.” For a professional tone, “confident,” “refined,” and “trustworthy” could work.  

Looking to go the extra mile (you overachiever, you)? Ask your team or loyal customers to describe your brand in three words. You’ll get some incredible insights this way.  

3. Gather feedback.

Your team, loyal customers, or collaborators often have fresh insights. Ask them to describe your brand in three words—it’s a quick, revealing exercise!  

This is your starting point. Once you know how you’re showing up right now, you can refine from there.  

Know Your People

Tone of voice isn’t about you—it’s about creating a conversation with your audience. Knowing who you’re speaking to is just as important as deciding what you want to say. Here’s where you get to play detective—who’s the person you’re actually talking to?

Start by building a customer profile. Think about their:

• Age and stage of life: Are they Gen Z students or mid-career professionals?  
• Goals and values: What keeps them up at night? What are their goals, challenges, or the thing they need help with?
• Challenges or pain points: What’s stopping them from getting what they want?  
• Do they want suit-and-tie formality, or are they more into chill, coffee-chat vibes? Or somewhere in the middle?

Here’s the deal—a playful tone might work if you’re selling cheeky mugs for lawyers (“Objection! I need coffee!”), but probably not if you’re pitching serious legal services. Your audience and tone go together. Knowing who you’re talking to will make your messaging click with the right people every single time. Speak the language your audience speaks.  

Defining the Details

Words like “professional” and “innovative” sound great, but dig deeper. What exactly does that mean for your tone? Polished grammar? Cutting-edge vocabulary? Now’s the time to get specific and define the actionable elements of your tone of voice. Here are three areas to focus on:

Formality  

Decide on how polished or relaxed your tone should be.  

• Casual: “Hey there! Need a hand picking out the perfect coffee blend?”  
• Professional: “Our team is here to assist you in selecting the ideal coffee blend for your needs.”  

Vocabulary  

Are you using heavy technical jargon? Or using slang?

• Playful: “Craving a little java joy? We’ve got just the thing.”  
• Technical: “Discover our USDA-organic, single-origin Arabica coffee beans.”  

Somewhere in the middle? Totally fine. Just pick a lane and stay in it!

Sentence Structure  

Short and snappy sentences create energy and excitement, while longer, flowing sentences set a thoughtful and detailed tone.  

Stay Consistent Without Feeling Robotic  

Consistency matters, but it doesn’t mean sounding exactly the same everywhere. Your tone can adapt slightly depending on the context.  

How to stay consistent:  

• Create a tone of voice guide. Include “dos and don’ts,” key phrases to use (or avoid), and specific examples.  
• Use real-life scenarios. For instance, how would you write a press release versus a TikTok video caption?  

Tip: Flexibility is key. Your press release can sound more formal without losing your signature warmth, and your social media content can be fun without sounding off-brand.  

Experiment, Evolve, and Own It!  

Your tone of voice doesn’t have to be perfect right away—and that’s okay! It will adapt and grow alongside your brand.  

One Small Step to Take Today

Alright, you’ve made it this far—now it’s time to roll up those sleeves and actually do something with all this juicy info. It’s way too easy to soak up free advice from a blog (or a webinar, or a guide), file it away in the depths of your brain, and then… forget it’s even there. Been there, done that, got the “still overwhelmed” t-shirt.

But not today, friend. Today, we’re taking action. Here’s your homework: Pick just one thing—a website headline, the opening line of an email, or even an Instagram caption. Rewrite it in two different tones. Maybe one is fun and laid-back, while the other’s a bit more polished and professional. Then, ask your team, your audience, or even your mom (she’s probably brutally honest?) which one sits better.

Don’t stress; this is the fun part! You’re one small experiment away from finding your voice.

At the end of the day, authenticity wins. If your tone doesn’t feel like you (or your brand), it’s not working. And if it doesn’t feel authentic to you, it won’t feel genuine to your audience.  

Own Your Brand’s Voice  

When it comes to defining your tone of voice, think of it as a work in progress. Your brand evolves, and your tone grows with it. Have fun experimenting, and soon, you’ll craft a tone of voice that feels unmistakably you.  

Need help refining your brand’s tone of voice? Sometimes, all it takes is a fresh perspective. That’s where I come in. Take a peek at my brand messaging and copywriting services—it’s time to find your voice with confidence.